Campaign placement reports and edit option for placement bid modifiers are added!
We started recording campaign placement report data for all of your campaigns starting today.
To use this interface to analyze your performance reports for the campaign, click the newspaper button just beside each of the campaign name. See image below for the location of Amazon Placement Reports:
Please note that bid and placement modifiers are not related with “Bidding Strategy” which sounds similar but in real, completely different setting.
What is Placement Reports?
There are 3 types of placement on Amazon:
If your ad is displayed on top of Amazon Search Page results, the metrics will be collected here.
If your ad is displayed when someone is browsing a product detail page, the metrics will be collected here.
When someone is browsing anywhere else on Amazon and your ad is displayed, the metrics will be collected here.
What are the Bid Modifiers?
You can ask Amazon to modify (increase) your bid on some specific placement for any of your campaign. The bid increase will be a percentage increase for any of your active bid in the campaign.
You can use our new sliders in Campaign dashboard – click cogs (gears) under each campaign – click EDIT tab – see: “Top of Search Page Placement” and “Product Pages Placement” sliders.
Also, for Dominator tier users, you can use BULK EDITOR to adjust “Top of Search Page Placement” and “Product Pages Placement” in bulk.
Where Does the Data for Placement Reports Come From?
We use Amazon API to fetch Placement Reports every day and save in our database for you to compile a meaningful data and show you on our dashboard.
Why Use Placement Reports?
You can use “Placement Reports” to decide if a placement is doing good for a specific placement and you should increase the bid for that placement.
Example:
Let’s say, in the above image, “Legacy Exact-PHRASE” campaign is doing well for Top of Search Page.
You see the ACoS is significantly better than Product Pages Placement for example.
What you do is, click the cogs (gears) button under the campaign “Legacy Exact-PHRASE”,
Then, click the EDIT tab from above,
Use the slider to increase the bid by percentage for “Top of Search Page Placement”.
SAVE your change with the green button below.
Now, you are bidding more for “Top of Search Page Placement”.
See image below for reference:
When to Use Placement Reports?
It is generally good practice to use “Placement Reports” periodically, especially for the top spending campaigns.
To list the top spending campaigns, go to the “Campaigns” dashboard from left menu,
Click SPEND column to sort by spend descending. On top of the page you will see top spending campaigns.
These are the campaigns that has the most affect on your overall ad spend.
Check the placement reports for these top spenders to find significant discrepancy between “Top of Search Page Placement” and “Product Pages Placement”.
How to Use Placement Reports?
When you check the discrepancy between “Top of Search Page Placement” and “Product Pages Placement” with the above step,
If they are, more or less the same, you can leave them as they are.
If one of the “Top of Search Page Placement” or “Product Pages Placement” is doing significantly better than the other, you can use the above steps to favor that placement to increase bid percentage for that placement.
It is on our roadmap to automate this, but you can slightly adjust these manual and as we control the bids on automation, you should be good to go for now.
How to Bulk Edit Placement Bid Modifiers?
For Dominator tier customers, you can use bulk editor to edit some/all of your campaign placement bid modifier in bulk.
Select the checkboxes of the campaigns that you want to adjust their bid modifier.
If you have too many campaigns that does not fit in a page, you can click OPTIONS and put a higher number than your total campaigns (which you can see on your Campaigns dashboard, in the first row) and click PAGINATE.
After you selected some/all of your campaigns to modify their placement, click purple BULK ACTION button from top right of the dashboard. If you don’t see the button, you need to upgrade to Dominator tier, you can do it easily on your account page or please contact our support.
This dialog box will pop up:
Here on initial state, no changes are selected to be applied.
If you want to increase “Top of Search Page” bid by percentage for example, you will move that “Top of Search Page” slider to the amount you want to increase. You can click on the slider once and THEN use ARROW KEYS to move slider by 1%.
Note that putting 0% here will set all selected campaign bid modifier to 0%
If you don’t want to change the existing bid modifier values for campaigns, be sure to move the slider all the way to the LEFT until it says: NO CHANGE. This is important if you accidently moved the slider but do not want to apply the action. (Or just refresh the page…)
Finally, click “Apply Bulk Edit Action” button to apply the action to all campaigns selected.